Posts filed under 'SLSA'
Last fall a Florida State University undergrad named Milota K. Srkal published a thesis titled The Marketability of New Rules and Technologies in General Aviation.
The author himself points out that the paper is lacking for several reasons, including a limited sample size. However, he also notes that no one has ever done a similar analysis. With that in mind, it is certainly worth a quick read if you are marketing an airplane.
Here are a couple of highlights:
1. As the respondents got older, they would not be willing to pay a premium for the Whole Airplane Recovery System and the availability of this technology in a new aircraft would not make a difference with their decision making process for a purchase. (page 51)
2. The more knowledge that pilots generally have about [Glass Cockpit] technologies, the more they feel that Glass Cockpits greatly increase the safety of an aircraft, and they would be willing to pay a premium to purchase this technology. (page 52)
So what to do with this information? Whether your plane has a parachute or not, you can leverage it as a benefit with specific age demographics. Also, don’t rely on avionics manufacturers to promote the features of their products. If you’re using them in your plane, educate your potential customers accordingly.
Thanks to Milota for doing the research. If you ever update it, please let us know!
[tags]General Aviation, Aviation Marketing, Online Marketing, Light Sport Aircraft, SLSA, Sport Pilot[/tags]
February 16th, 2006
Continuing the theme from the last post regarding online integration with press releases…
Over the last few weeks there have been several newly certified SLSA aircraft. The field is growing fast and competition continues to grow. Organizations like EAA and authors like Dan Johnson continue to get the news out there. The strange thing is, the manufacturers themselves don’t seem to take an interest in their accomplishments.
The FAA just certified the Parrot by Czech Aircraft Works. However, the most recent press release on their website is from August, 2005.
The FK-9 by FK Lightplanes just received it’s SLSA approval. However, the most recent release on their site is from April, 2005.
The trend even continues with RANS, which is fairly good about keeping their website updated. The RANS website does contain recent news but nothing about the newly certified S-7SL.
Big news such as this will drive traffic to the manufacturers website. There is incredible value in delivering a consistent message through PR efforts as well as other offline and online marketing efforts. Hopefully the manufacturers of these three fine aircraft took the time to celebrate their recent successes. But, they should have first taken the time to add the press release to their website.
[tags]SLSA, Sport Aircraft, Czech Aircraft Works, FK Lightplanes, RANS, EAA, PR, Online Marketing, Aviation Marketing[/tags]
December 1st, 2005
The FAA 2005-2016 Aerospace Forecasts for FY 2005-2016 predicts that there will be 15,410 registered light sport aircraft by 2016. However, approximately 10,000 of the total will be due to the registration of existing ultralight aircraft. The report goes on to project roughly 300 to 500 newly manufactured light sport aircraft to enter the fleet on an annual basis beginning in 2007.
Why is this number so low? In comparison, Cirrus has already delivered 447 airplanes year-to-date. Can’t the sport aviation industry do better?
Yes. I believe the sport aviation industry can leave the FAA sales prediction in the dust. Hopefully the industry believes that as well. However, a fundamental shift in approach is desperately needed.
The real potential for sport pilot lies in expanding the market. How many times, when discussing aviation with someone, have they said “I always wanted to learn how to fly but I never had the…” and insert either TIME or MONEY. The requirements for sport pilot, in essence, cut both the cost and the time in half. No more excuses. We need to reach out to that segment and pull them in. Now is the time.
Currently, nearly all marketing efforts by the sport aviation industry are geared for pilots. As I’ve said in earlier posts, we need to reach out beyond the current market to pull in the potential market. The companies that successfully accomplish that are the ones that will truly benefit from the sport pilot rule.
[tags]Aviation Marketing, Online Marketing, Light Sport Aircraft, Sport Pilot, Cirrus [/tags]
October 25th, 2005
The sport pilot rule is simply a framework. Whether or not it is successful, whether or not general aviation grows, whether or not any of the 15 currently certified SLSA aircraft ever sell, is completely dependent on how sport aviation businesses approach the market.
We recently clicked around the websites of the fifteen certified SLSA aircraft. What we found was that the websites focus on aircraft features, specs, production issues and certification status. This approach makes perfect sense if the target audience is current pilots and other manufacturers or distributors. However, for someone who has always had the desire to fly, but isn’t already a pilot, these things don’t matter much. And in terms of the larger goal of capturing a new market, this isn’t going to accomplish much at all.
For example, take a look at the StingSport site. That is a beautiful airplane and the view must be absolutely stunning! Currently, the messaging on the StingSport site is optimized for an insider audience. The first paragraph is all about distribution and the risk of flying. The second paragraph describes compliance with LSA ASTM standards. The third paragraph is about certification and production. The fourth paragraph is about the ESLA market, maintenance and bi-annuals. It’s not until the fifth paragraph that the incredible canopy and resulting view is mentioned.
Perhaps this is intentional. Perhaps Sportair USA is targeting current pilots. If so, the copy may work well. However, if the intent is to capture a new audience and grow the market, the emphasis should be changed. In that case, it’s the view out of that amazing canopy that will capture the imagination of someone that is dreaming about becoming a pilot. That is the potential that the sport pilot rule has given us.
Nike and Reebok sell shoes by making you believe you’ll be able to run faster, jump higher, or win the Tour de France. They don’t approach the market with the durometer of the rubber soles or a count of the eyelets on each shoe. They are selling an idea as much as a product. The same is true of Starbucks coffee, Ford trucks and Apple iPods. The sport aviation industry needs to begin thinking in those terms
It’s not just Sportair USA. It’s all the SLA manufacturers. And it’s not just the aircraft manufacturers. It’s the engine and avionics manufacturers. It’s the parts and tools manufacturers. It’s the pilot supplies and training providers as well.
Current marketing efforts in sport aviation are pilots talking to pilots and manufacturers talking to manufacturers. This approach will likely result in a few converted ultralight pilots and planes but probably not much more. The real potential of sport pilot will go unrealized.
Aviation is powerful. It’s exciting, challenging, rewarding, therapeutic, fun, breathtaking, electrifying, overwhelming, spine-tingling, intriguing, awe-inspiring, impressive, thrilling, dynamic, powerful and a thousand other adjectives - all positive.
Further, pilots are knowledgeable, interesting, captivating, compelling, histrionic, responsive, fascinating, passionate, spontaneous and a thousand other adjectives - all positive.
It’s time to capture the imagination of the thousands of individuals who want to fly but don’t think they can. We need to stop talking to ourselves and capture the attention of those who have wanted to fly since they were little kids. That is how sport pilot will succeed.
[tags]Sport Pilot, Light Sport Aircraft, LSA, Blue Ocean Strategy[/tags]
October 18th, 2005
We are pleased to announce that Veer Interactive has completed the Sport Aviation Industry Website Analysis report and it is now available for just $287.
The report includes a 30 point analysis of 179 companies in the sport aviation industry. In addition, a search engine effectiveness study for each company is included with five category terms and five company specific terms for each.
The report also includes a 50+ page introduction that describes each of the 30 analysis points in detail with an explanation for each potential score.
The Sport Aviation Industry Website Analysis report was highly researched to provide relevant and useful information to business owners in improving their web presence to deliver real business value. All of the information included in the report is practical, accurate and actionable.
Please note: this report is not intended for potential, current or past customers of the companies included in the report. It is not an analysis of products or services offered. Rather, it is an analysis of the effectiveness of online marketing and sales efforts of the included companies.
To learn more about the report visit: www.sportaviationmarketing.com/sport-aviation-industry-website-analysis-report/
To learn more about the author visit: www.veerinteractive.com
[tags]Aviation Marketing, Online Marketing, LSA, Sport Pilot, Light Sport Aircraft[/tags]
September 24th, 2005
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